Jonathan Courtney

We're always trying to get new traffic.

And let me do this in a meta way.

I'm on your podcast now.

I would like to get traffic, right?

I'm trying to expose myself to new people who might not know me yet.

The next step is, ideally, people are going to start searching who I am.

Because when you're on other people's content, you don't want to make a pitch.

So people are going to like...

do the work themselves to figure out who I am, where I am, what I'm doing.

They'll then fall into one of my holding patterns.

It could be that they listen to the podcast, email newsletter, whatever it is.

Eventually, as some of them have seen this week, because we did a big campaign,

they're going to get pushed towards something.

Right now it's a webinar, and that webinar will push them again towards some people doing enterprise calls with us, some people buying cheaper B2C products with us, and then 90% of the rest of them fall back into the holding pattern bucket.

And

as a promoter, ideally you're waking up every morning and you're able to understand that this is like the oxygen of the business essentially.

So for example, if there's no traffic coming in, if you're not doing any traffic building activities, then there's not going to be enough people in your holding pattern so that when you run a selling event, there won't be enough people in that selling event or campaign, which means you're not going to have a lot of sales.

And so for us, for example...

Like we're running meta ads.

I'm on this podcast.